From whipped coffee and baked feta pasta to salmon rice bowls, TikTok fills up social media feeds with viral recipes and now, the social media platform is partnering with Virtual Dining Concepts and Grubhub for TikTok Kitchen. This delivery-only concept is poised to launch hundreds, if not 1,000, restaurants by the end of next year.
These virtual restaurants will be popping up across the United States, connecting foodies with some of the most popular creations on the app. The first menu is set to feature not only baked feta pasta but also smashburgers, corn ribs and pasta chips. On a quarterly basis, the menu will be changed to reflect some of the most popular dishes that are inspiring the TikTok community, and having a ripple effect in other places.
Viral Delivery-Only Restaurants
TikTok Kitchen Shares Viral Foods from the App
Trend Themes
1. Virtual Restaurants - The rise of delivery-only virtual restaurants presents opportunities for entrepreneurs to launch new food concepts with lower startup costs.
2. Social Media Menu Inspiration - The popularity of viral food trends on social media platforms offers opportunities for restaurants to incorporate trending dishes into their menus to attract younger generations.
3. Quarterly Menu Changes - The trend of quarterly menu changes based on popular social media dishes allows for restaurants to stay current and relevant, while also providing a sense of novelty and excitement for customers.
Industry Implications
1. Food Delivery - The increasing popularity of virtual restaurants creates opportunities for food delivery companies to partner with these concepts and generate more revenue.
2. Social Media - The power of food trends on social media presents opportunities for social media platforms to partner with restaurants and generate revenue from virtual events and promotions.
3. Restaurant Industry - A renewed focus on innovative menu concepts and social media marketing presents opportunities for the restaurant industry to attract younger generations and adapt to changing consumer preferences.